Amazon Tests Search-Based Retargeting, The First Time Its Search Data Leaves Its Walls

Amazon is testing a program that lets advertisers use search queries to retarget across the web, according to agency executives briefed about the pilot program.

This capability is only available through Amazon’s DSP and it is the first time that Amazon search data is being used off of Amazon’s owned and operated platform.

While Amazon already enabled advertisers to retarget shoppers who had viewed product pages or made a purchase, search-based retargeting lets advertisers capture intent.

Amazon did not respond to request for comment.

“It’s a natural next step from sponsored product listing ads and standard retargeting, but it’s an important step because it shows Amazon is combining its media and data assets more effectively within the DSP,” said one search agency executive briefed on the search-based retargeting test.

Google’s search data, for instance, can influence targeting on YouTube, Gmail and its display ad network partners, the executive said.

Amazon’s search-based retargeting is currently more limited because it tightly controls the campaign parameters.

But eventually, advertisers could have search data fluidly available to self-serve advertisers within the DSP, said another search agency exec approached about the product. The agency chose not to participate in the pilot stage because it can’t apply site blacklists or evaluate inventory for brand safety issues.